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Posted by Tirthankar Sen on March 11, 2013
Last week, Forrester hosted a channel roundtable in Singapore on the evaluation of channel models in Asia Pacific. The goal was to create a common platform for tech vendor senior channel executives and Forrester analysts to discuss key changes faced by the channel leaders and how best to adapt to them. The briefing was attended by 26 senior channel executives representing 21 tech vendors.
All of the channel leaders agreed with a Forrester report which indicated that channel models are under great pressure due to the growth of mobility and the devices that power it, as-a-service computing models, and the decreasing influence of IT departments on overall tech spending. As they cope with these changes, the key challenges they identified during the interactive roundtable were:
Of all the challenges raised, the roundtable spent the most time discussing channel partner loyalty. Channel leaders were especially concerned with how they can get their channel partner’s commitment and loyalty in a crowded market. Forrester then shared its channel partner loyalty playbook as a framework to help tech vendors address this fundamental challenge. The playbook provides a blueprint for focusing limited resources in the areas that drive the most payback: relationship with partners, quality of support/enablement, financial rewards, breadth of portfolio, product design, strength of the brand, and finally ease of doing business.
How does this match to your top channel challenges? Did our group leave anything out that is keeping you up at night?
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